2023彩妆行业规模格局产品趋势销售渠道及营销方式分析报告

目录 一、彩妆行业丰富多元，稳健发展..............................................................5 1.1行业概况：彩妆产品品类丰富，化妆流程细致、涉及产品众多............................................51.2行业规模：彩妆保持稳健增长，底妆产品是重点...................................................................61.3竞争格局：重点品牌认可度增加促使行业集中度上升，国货品牌突出重围.........................8 二、产品：国内彩妆产品本土化、高端化，子品类各有趋势.................11 2.1中国彩妆市场本土化趋势显著，营销+产品助力国货品牌突围.............................................112.2中国彩妆市场向高端转化，高端彩妆发展空间较大.............................................................132.3彩妆产品种类多样，细分品类趋势分化................................................................................13 三、渠道：电商渠道快速增长，推动彩妆销售渠道变迁.........................16 3.1总体情况：彩妆销售渠道多元，电商渠道规模大、增速高..................................................163.2电商渠道保持高速增长，彩妆集合店发展良好.....................................................................16 四、营销：线上渠道投入增加，粉丝经济赋能销售.................................19 4.1同业竞争加剧，营销投入增加...............................................................................................194.2线上渠道持续发展，公域+私域构建营销闭环.......................................................................204.3个人IP加码品牌价值.............................................................................................................224.4粉丝经济提升明星代言效用...................................................................................................24 五、投资建议...............................................................................................25 5.1珀莱雅：旗下化妆师彩妆品牌彩棠大单品优秀，带动高速增长..........................................255.2毛戈平：本土化妆品牌代表，彩妆业务占比高，未来前景可期..........................................255.3逸仙电商：彩妆业务品牌众多品类丰富，近期实现扭亏......................................................26 图表目录 图表1.彩妆产品分类及其功效...................................................................................5图表2.上妆流程细致、涉及品类丰富.......................................................................6图表3.中国化妆品行业规模（单位：亿元）...........................................................6图表4.世界主要国家彩妆市场规模（单位：亿元）................................................7图表5.世界主要国家人均彩妆消费（单位：元）....................................................7图表6.中国分品类彩妆销售额及增速（单位：亿元）............................................7图表7. 2022年中国分品类彩妆销售额占比...............................................................8图表8.中国彩妆市场行业集中度（单位：%）........................................................8图表9.中国市场彩妆品牌市场份额（单位：%）....................................................9图表10.主要彩妆品牌矩阵........................................................................................9续图表10.主要彩妆品牌矩阵...............................................................................10图表11. 2022年50%左右消费者对国潮美妆支持态度...........................................11图表12.中国彩妆市场主要国产品牌市场份额呈上升趋势（%）.........................11图表13.花西子明星单品及产品特色.......................................................................12图表14.彩棠明星单品注重贴合中国人面部特色，包装采取国风配色设计.........12图表15.毛戈平明星单品针对东方肤色和五官脸型研制........................................12图表16.中国彩妆市场高端品牌市占率不断增加（%）........................................13图表17.彩妆产品分类及趋势...................................................................................13图表18.眼唇部彩妆差异化营销打造产品特色........................................................14图表19.面部彩妆产品添加养肤成分.......................................................................14图表20.各品牌养肤底妆表现优异...........................................................................15图表21.彩妆销售渠道情况......................................................................................16图表22. 2007-2022年中国彩妆各渠道销售额占比情况...........................................16图表23. 2012-2022年中国电商市场规模情况（单位：万亿元）...........................16图表24. 20011-2022年彩妆电商渠道销售情况（单位：亿元）..............................16图表25. 2017-2022年电商直播市场规模情况（单位：亿元）...............................17图表26. 2023年“618”期间直播电商销售高速增长..............................................17图表27.中国彩妆市场主要彩妆集合店融资情况....................................................18图表28.彩妆集合店特点..........................................................................................18图表29.彩妆护肤行业主要公司销售费用情况........................................................19图表30.彩妆行业主要公司线上营销策略...............................................................20图表31.美妆营销线上渠道运营机制.......................................................................20图表32.不同平台上采取的营销策略有所不同........................................................21图表33.社媒直播电商经营规模...............................................................................21图表34.完美日记金字塔KOL结构........................................................................21图表35.彩妆行业主要品牌私域运营举措及成效....................................................22 图表36.私域营销各部分内容及用途.......................................................................22图表37.国内外由名人创立的主要美妆品牌...........................................................23图表38.彩棠结合创始人形象...................................................................................23图表39.彩棠创始人唐毅实现个人流量向品牌引流................................................23图表40.彩棠创始人为产品提供一定背书........................